Social Media in the Frozen and Refrigerated Industry Presented to: FRANE Membership Presented by: Rick Alpern President, Single Source Marketing 10/06/18
Agenda • Why Food Marketers Love Social Media • The “Food” Platforms • Content is King • User-Generated Content • Influencers – Who are These People??? • Social Media Done Well • How to Max the Impact of your Social Media
Why Food Marketers Love Social Media
Why Food Marketers Love Social Media • It’s so visual!
Why Food Marketers Love Social Media • Timely and relevant
Why Food Marketers Love Social Media • Timely and relevant
Why Food Marketers Love Social Media • Engages their audience
Why Food Marketers Love Social Media • Collaborate with other brands
Why Food Marketers Love Social Media • It’s a conversation that goes both ways
Why Food Marketers Love Social Media • The production price is right High production values often without high costs
Why Food Marketers Love Social Media • A daily chance for lightening in a bottle
Why Food Marketers Love Social Media • Extremely targeted: buying ads or boosting posts Dashboard
Why Food Marketers Love Social Media • Connect with customers on an emotional level Heartwarming … Emotions build bonds
Why Food Marketers Love Social Media • Humor
Why Food Marketers Love Social Media • Edgy Humor
Why Food Marketers Love Social Media • Share new ideas: Recipes, unexpected uses
Why Food Marketers Love Social Media • Share brand personality It’s fun and can be unexpected
Why Food Marketers Love Social Media • Share brand personality It’s fun and can be unexpected
Why Food Marketers Love Social Media • Promote their people
The Major Social Media Platforms
The Major Players • 1B Active Users • 191M Active Users • Interactive, visual, with • Visual photos and videos links and text only, images disappear after • Ad Targeting viewing, send live video • Filters & Geofenced ads • 1B Active Users • • 1B Active Users Very Visual, with captions, • Videos Only stories and comments • • Acts like a search engine Ad Targeting • Less Social • Ad Targeting • 336M Active Users • • Text and visual 234M Active Users • • Very Interactive Mostly Text and • Ad targeting conversation • Very Interactive & engaged • No Ads • 250M Active Users • 80% Female • Very visual, less social • Acts like a search engine • Ad targeting
The “Food” Platforms
The “Food” Platforms • 1B Active Users • 1B Active Users • Very Visual, • Interactive, with captions, visual, with links stories and and text comments • Ad Targeting • Ad Targeting • 250M Active Users • 336M Active Users • • Text and visual 80% Female • Very visual, less social • Very Interactive • Acts like a search engine • Ad targeting • Ad targeting
Content is King
Content is King • What it takes to make great content Hire Great Talent Strong Photography Well Done Video Tight Writing Sense of Concept Willingness to Fail Planning and Process: Brainstorm, Write, Edit, Proof, Post
Creating Content – Our Process • What it takes to get Social Media done well.
Single Source Content Calendar Timeline • 30 Days Before Launch Internal Brainstorm (SMMs) Cultivate themes and campaigns for the upcoming month Create posts and content Include a detailed outline for creative department SMMs present to CMMs • 20 Days Before Launch Creative Supporting graphics for posts, ads and videos are created to present to the client for approval • 15 Days Before Launch Proof completed calendars and make final edits Present calendar to client for review and revisions. • 7 Days Before Launch Final Edits and Proofing Schedule Posts
User Generated Content vs. Original Content
User Generated Content • Yasso Frozen Yogurt
User Content Examples • Healthade Kombucha
User Content Examples • GoLive Probiotic Drink
User Content Examples • Humm Kombucha
User Content Examples • Ithaca Cold Crafted Hummus
User Content Examples • Dannon Light and Fit Yogurt
“Influencers” – Who are these people?? • Top Influencers • “Our” influencers
Top 5 Influencers
Top 5 Influencers • Kylie Jenner Perspective 116 Million Followers US population: 324M $1,000,000 per Instagram post
Top 5 Influencers • Selina Gomez Perspective 144 Million Followers Russia population: 143M $800,000 per Instagram post
Top 5 Influencers • Cristiano Ronaldo Perspective 142.6 Million Followers TB12 has 4.4M Followers Cristiano has 32x more! $800,000 per Instagram post
Top 5 Influencers • Kim Kardashian 118 Million Followers $720,000 per Instagram post
Top 5 Influencers • Beyoncé Knowles 118 Million Followers $700,000 per Instagram post
Perspective • Super Bowl commercial reach: 111 Million People watch the Super Bowl Average cost of a :30 SB commercial: $5,050,000 Production costs vary wildly: $500,000 - $1,000,000+ How many people actually see your spot? How many people engage with your spot? Of those who see it, how many are actually in your target base?
Perspective • Hire The Rock for a brand endorsement on Instagram • Reach 116M People • Total cost: $650,000
“Our” Influencers • Welcome Back To Reality
“Our” Influencers • @restoring_radiance 131,000 Followers Instagram recipe post with a giveaway Value Added: Instagram Story and one additional photo Investment: $800
Our Influencers • @leahsplate 101,000 Followers Instagram post with a giveaway Value Added: 3 Instagram Stories and 2 additional photos Investment: $600
Our Influencers • @melissas_healthykitchen 93,900 Followers Instagram post with a giveaway Value Added: 2 Instagram Stories and 1 additional photo Investment: $400
Summary – Why Pay an Influencer • Instant credibility • Tap into their followers • Quality content Photography Video Contesting Recipes • The variety of creative keeps things fresh • Influencers follow each other … a lot. Makes your brand more desirable to other Influencers • Big reach and big impact for a small price tag
Social Media Done Well
Social Media Done Well • Views: 1,232 • Comments: 623 • Why it’s great: Contest, collaboration, engagement w/ CTA
Social Media Done Well • Likes: 3,171 • Comments: 77 • Why it’s great: Unexpected and a great photo
Social Media Done Well • Likes: 89 • Comments: 4 • Why it’s great: Relevant and timely
Social Media Done Well • Views: 56,680 • Comments: 304 • Why it’s great: New idea and recipe
Social Media Done Well • Likes: 755 • Comments: 111 • Why it’s great: Unexpected collaboration & staying relevant
Social Media Done Well • Likes: 3,397 • Comments: 115 • Why it’s great: Great looking food photo, pop culture reference
How to Max the Impact of Your Social Media
Get Your Marketing Right First • “The End Depends Upon the Beginning.” • You have to build the proper marketing foundation waaaaaaaay before you build out your Social Media: 1. Clearly define Primary, Secondary and Tertiary Targets 2. Determine the Top Benefits your company delivers to the Primary Target 3. Position all of your messaging and touchpoints around these Top Benefits 4. Develop Brand Standards (Living Document!) 5. Stay consistent and hammer home these same benefits over and over and over again
Now You Are Ready to Max Your Social Media • First, commit to it • Know that it is NOT FREE Resources and time = $$$$ Ads and Boosting Posts cost money You need to invest • Set expectations Measurable goals • “Hope is not a Strategy” and neither is Social Media It is a tactic Must fit into the overall marketing strategy • Hire and cultivate great Talent.
Questions & Thank You!!
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